Ad Campaigns
Fibe and Tahir Raj Bhasin join forces to highlight instant cash loans for young professionals
Mumbai: Fibe (formerly known as EarlySalary), one of India’s personal loan apps, has unveiled its newest commercial campaign, featuring Tahir Raj Bhasin. To connect with today’s young generation and spread the reach of its financial services across the country, the actor was appointed as the brand ambassador of Fibe in 2022.
The campaign highlights Fibe’s personal loan offering as a quick and easy solution for all your big and small life upgrades. It builds on the success of the previous brand film #PaiseWaliVibe, featuring Bhasin discovering Fibe’s offerings to fuel all his larger-than-life upgrades. In the new films, he realises that many people use immediate cash to fulfil their everyday needs. The joyful tone of the brand is present in the films, which highlight a variety of relatable situations that young millennials and GenZs encounter as well as how personal loans may improve people’s lives. It has three different ads that demonstrate how easy it is to use Fibe to pay for a weekend getaway, a 65-inch TV for the family, or a new phone for oneself. Thus, affirming the company’s claim to give customers immediate cash with no questions asked. VeryBusyPeople is the creative team behind these advertisements.
The #PaiseWaliVibe campaign, which started in October 2022, had a significant impact by reaching 5 crore new customers and serving 14 crore impressions. This time again, Fibe is targeting various digital platforms, including Facebook, LinkedIn, Twitter, Instagram, and OTT platforms. The campaign will also be featured on Fibe’s affiliate partner websites and aggregator platforms to reach a wide audience.
Speaking on the launch, Fibe founding member & director – marketing Sudesh Shetty said, “The first #PaiseWaliVibe campaign highlighted the brand as a hassle-free solution for any credit need, no questions asked with a series of larger-than-life scenarios. While we continue to reiterate the promise in the second campaign, we do so by showcasing various real-life aspirations of millennials & GenZs and how Fibe’s personal loan can help fulfil them, with a touch of delightful humour.”
Speaking about the new campaign with the brand, Bhasin said, “After witnessing a positive response to the first campaign, I am thrilled to be a part of Fibe’s second set of campaigns. It’s heartening to be associated with a brand that is committed to empowering people and transforming their financial journeys. We are excited to showcase the power of Fibe’s offerings in fulfilling the diverse aspirations of young individuals, making their aspirations truly attainable. Fibe has recently rebranded from EarlySalary as a testament to its effort to provide a hassle-free financing experience to its consumers. The name signifies a step towards embracing a superior customer-centric approach, placing an exceptional customer experience at the heart of its business model.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
